See Also

When you buy an advertisement, there are some things you can't control. You can purchase certain billboards or sections of magazines, but you can't always be sure what content your ad will run alongside.

Online content is a little easier to control, but sometimes keyword targeting backfires.

Some advertisers have gotten smart about this. For example, when news breaks about an airplane going down, many airline advertisers temporarily yank ads from publications. They don't want to run next to the negative, industry-relevant news.